Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The Market
- VR market at crossroads as sales decrease
- Ready Player One movie showcases VR
- Increasing importance of standalone headsets
- Launch Activity and Innovation
- Quest headset to launch in 2019
- HTC announces Vive Pro, Vive Focus for UK and wireless adapter
- Lenovo unveils Mirage Solo headset with Google Daydream
- HaptX releases developer kit for haptic VR
- Zero Latency opens first VR studio in UK
- The Consumer
- Almost 40% of headset owners rarely use it
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- Figure 1: VR usage frequency for headset owners, September 2018
- Just 21% of non-owners have tried VR
- Almost three quarters of consumers don’t intend to buy
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- Figure 2: Intention to buy a headset, September 2018
- PlayStation VR leads competition for new potential customers
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- Figure 3: Intention to buy across brands, September 2018
- Lack of awareness from consumers about VR
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- Figure 4: Reason to not purchase a VR headset, September 2018
- World Cup VR figures suggest work to be done to persuade fans
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- Figure 5: Watching World Cup in VR, September 2018
- What we think
Issues and Insights
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- The challenge of creating engagement when access to headsets is limited
- The facts
- The implications
- Consumers held back by price and lack of awareness
- The facts
- The implications
- Films appeal to most consumers but sport divides opinion
- The facts
- The implications
The Market – What You Need to Know
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- VR market at crossroads as sales decrease
- Ready Player One movie showcases VR
- PlayStation sells 3 million VR headsets
- Increasing importance of standalone headsets
- Price discounts continue for holiday seasons
Market Size
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- VR market at a crossroads as sales stall
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- Figure 6: VR market size, 2016-18
- Figure 7: VR market, 2016-18
- Mid-market focus could be key to growth
Market Drivers
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- Ready Player One movie showcases VR
- Consumers could look for better VR experiences after Google Cardboard success
- PlayStation sells 3 million VR headsets
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- Figure 8: PlayStation VR headset
- Increasing importance of standalone headsets
- Price discounts continue for holiday seasons
Companies and Brands – What You Need to Know
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- Quest headset to launch in 2019
- HTC announces Vive Pro, Vive Focus for UK and wireless adapter
- Lenovo unveils Mirage Solo headset with Google Daydream
- HaptX releases developer kit for haptic VR
- Zero Latency opens first VR studio in UK
- Vive Studios and DVgroup demonstrate role of VR in film
Launch Activity and Innovation
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- Quest headset to launch in 2019
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- Figure 9: Oculus quest headset
- Oculus agrees a range of new partnerships
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- Figure 10: VR experience in Oculus Go for CHLA surgeons
- HTC announces Vive Pro and Vive Focus for UK market
- Adapter brings wireless functionality to Vive headsets
- Lenovo unveils Mirage Solo headset with Google Daydream
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- Figure 11: Lenovo Mirage Solo headset
- HaptX releases developer kit for haptic VR
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- Figure 12: HaptX gloves
- Zero Latency opens first VR studio in UK
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- Figure 13: Zero Latency equipment
- Vive Studios and DVgroup demonstrate role of VR in film
The Consumer – What You Need to Know
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- VR ownership still well behind more established technology items
- Just 21% of non-owners have tried VR
- Prices hold back new buyers
- Lack of awareness from consumers about VR
- PlayStation VR leads competition for new potential customers
- Millennials more engaged in all aspects of VR content – especially gaming
- World Cup VR figures suggest work to be done to persuade fans
VR Headset Ownership and Usage
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- VR ownership still well behind more established technology items
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- Figure 14: Technology items in household, September 2018
- Just 21% of non-owners have used VR
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- Figure 15: Last time for VR usage, September 2018
- Over a third use VR more than once a week
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- Figure 16: VR usage frequency, September 2018
Intent to Buy
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- Almost three quarters of consumers don’t intend to buy
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- Figure 17: Intent to buy a VR headset, September 2018
- Millennials well ahead in intent to buy a headset
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- Figure 18: Intent to buy a headset, by generation, September 2018
- PlayStation VR leads competition for new potential customers
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- Figure 19: Consumer intent across VR brands, September 2018
Incentives and Barriers to VR Purchasing
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- Price holds back new buyers
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- Figure 20: Motivators to buy a VR headset, September 2018
- Lack of consumer awareness about VR
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- Figure 21: Knowledge of VR headsets, September 2018
Interest in VR Content
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- VR activities receive mixed response from consumers
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- Figure 22: Interest in VR activities, September 2018
- Millennials more engaged in all aspects of VR content – especially gaming
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- Figure 23: Interest in gaming for VR, by generation, September 2018
- VR educational use as appealing as gaming for Millennials
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- Figure 24: Interest in educational use for VR, by generation, September 2018
- Watching films of interest to most consumers, while holiday destination experiences show the broadest appeal
- Social media lowest on consumer priority list
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- Figure 25: Interest in using social media with VR, by gender, September 2018
- Watching sport also divides opinion
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- Figure 26: Interest in watching sport with VR, by gender and generation, September 2018
- Parents with children aged 18 and under interested in VR property search
- Close split between men and women over VR shopping
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- Figure 27: Interest in shopping with VR, by gender and socio-economic group, September 2018
- Cultural experiences and concerts appeal to large audiences
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- Figure 28: Interest in cultural experiences with VR, by socio-economic group, September 2018
Other Issues with VR
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- Over half of consumers cautious over prolonged VR use
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- Figure 29: Opinions on extended VR use, September 2018
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- Figure 30: Whether VR is disorientating after long use, by generation, September 2018
- Older Millennials find VR set-up harder than Generation X
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- Figure 31: VR set-up, September 2018
VR for the World Cup
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- World Cup VR figures suggest work needs to be done to persuade fans
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- Figure 32: VR usage for World Cup, September 2018
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- Figure 33: Interest in VR for World Cup, by gender and generation, September 2018
Interest in VR Venues and Arcades
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- Majority of young Millennials interested in VR-dedicated venues
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- Figure 34: Interest in free-roaming VR venues, by gender, generation and presence of children, September 2018
- VR arcades appeal to less than a third of consumers
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- Figure 35: Interest in VR arcades, by gender and generation, September 2018
CHAID Analysis – Opinions on VR Venues
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- Methodology
- Men with experience of VR most interested in free-roaming
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- Figure 36: Target group for free-roaming venues – CHAID – Tree output, September 2018
- Figure 37: Target group for free-roaming venues – CHAID – Table output, September 2018
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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